Advanced B-to-B Seminar: Building High Performance B-to-B Lead Generation & Management Systems

What does sales REALLY want from Marketing?

• Understand the natural conflicts between sales and marketing and how to fix it once and forever
• Learn slow is sometimes fast and why it’s critical for B2B marketers not to rush the lead distribution process
• Discover the four universal lead qualification criteria that makes the sale force excited to work leads from marketing
• Learn four simple ways to quell criticism from sales about the quality and sales value of leads generated from marketing

High Powered Strategic Planning: How to manage your campaigns and vendors for more success, profit and possibly even a promotion.

• Ten sure-fire ways to fix broken programs fast.
• How to use financial metrics and benchmarks to build campaign projections that set realistic expectations and dramatically increase project control
• The 15 most important questions you must answer before you spend a single dime or write one word of copy
• How to dramatically reduce your risk of failure by tapping into competitive intelligence as part of your strategic planning process

How to fill your sales funnel to the delight of your VP of Sales, CMO and even your CFO!

• Improve the input and output of your lead system and sales funnel
• Deploy lead systems that will increase the marketing ROI of internal and external demand generation campaigns
• Use your lead system to improve the closing rate and sales effectiveness of your direct and indirect sales channels
• Market to both active and latent buyers and bring each type of buyer into your sales funnel

More then 50 proven offer strategies that drive high quantity and quality prospects into your sales pipelines.

• How to maximize response by matching your offers to each buying stage and decision maker
• Why aggregation of content is one of the most successful new offer strategies in B-to-B lead generation
• How to asses the strengths and weaknesses in your current offer strategy – and fix the problem fast
• 5 rules for creating must get offers
• When, where and how to use premiums, sweepstakes, and other promotional offer strategies while not degrading lead quality

Managing response: Do it right or listen to whining salespeople

• How to work with the sales organization to provide the right quantity and quality of sales leads
• How to motivate the sales organization to follow up on sales opportunities
• How to inspire the sales organization to report on the disposition of leads to aid closed-loop reporting
• Learn the 6 bottom-line, must-know essentials for managing sales inquiries

DAY 2
8:30 A.M. - 4:30 P.M.

• How auto eDialog can be leveraged to advance potential buyers through the buy cycle with high value relevant content
• Why rules-based auto e-mail launch strategies work and examples in action
• The critical importance of Telesales and Telenurturing strategies
• Find out why suppressing responses hurts conversion rates

• 18 never fail rules that make direct mail work every time
• 7 proven message-positioning strategies that grab readers’ attention and drive results
• Why creative matters: Examples of the good, bad, and the ugly
• 12 time-tested, fail safe, letter writing techniques
• Breaking into the C-Suite with “knock your socks off ” dimensional mailings
• The role of print in B-to-B lead generation: When and how to make it pay out? (Most do this wrong and fail badly)

Promoting your customer events, conferences, virtual seminars and trade shows to generate new prospects as well as convert prospects into customers

• Content is king - the magic trio that brings in registrations
• Rules to make events go smoothly and maximize backend results
• How to promote events effectively to maximize attendance
• What to do after the event? Getting your money’s worth from your investment
• Examples of innovative Web seminar, customer conference and C-level event promotion techniques

Online Marketing and Search Optimization: What’s still working and how to best allocate your budget given recent market trends

• Trends in e-mail marketing: Which way response is headed and what to do about it
• Real response rates: Compare for yourself from a cross sampling of successful direct marketers
• 12 tips for creating must-read/must-respond to e-mails
• Text, HTML, and rich media. Is the difference really worth the cost?
• E-newsletters and magazines with click power
• How to use push content sales to deliver leads

Advanced testing strategies guaranteed to reduce your risk, decrease your cost and kick start under performing programs

• 6 steps to getting potential buyers to reveal their most important needs, desires, and belief systems· When and how to combine qualitative and quantitative research methodologies
• How to find a winning solution fast, using large scale multivariate grid testing even in B-to-B
• What to test, how to structure tests, and how to read your results
• Was it really better? Understanding the statistical significance of your test results and when it doesn’t matter

Telemarketing: Using the power of the phone to generate leads

• Learn the pitfalls and advantages of telemarketing
• How to evaluate, select and manage an outsource vendor
• How to integrate telemarketing with online, mail and print
• Teach sales people to win from telemarketing leads
• Do’s and don’ts for properly integrating external telemarketing organization into your demand generation system.

Targeting, Segmentation and Modeling: Lift your online and offline results by improving your media selection and evaluation methods

• How to select controlled circulation, compiled or aggregated databases for your demand generation campaigns
• Advanced modeling methods for B-to-B marketers
• 3 effective techniques to get rid of the trash in your campaigns
• Why vertical marketing doesn’t pay 9 out of 10 times
• Fully understanding SIC codes and how to get quick universe counts